Martin Gill

VP, Principal Analyst serving eBusiness & Channel Strategy PROFESSIONALS

Martin serves eBusiness & Channel Strategy Professionals. He leads the development of Forrester's Agile commerce playbook, which focuses on how consumer adoption of multiple touchpoints is driving the need for firms to abandon channel-siloed strategies to become both more customer-centric and more agile in how they embrace change. Martin covers digital and eBusiness maturity and how firms can adopt organizational structures, processes, sourcing strategies, and metrics that help them embed digital tools and capabilities throughout their organizations. He is based in the UK, and while covering global trends, he has a particular focus on the European retail market.

Previous Work Experience

Martin's background spans both business and IT roles. He joined Forrester from the retail industry, having worked at Boots, a major European health and beauty retailer, for a number of years. His role there was to establish and develop a business-aligned enterprise architecture function, delivering transformational strategies for a number of key retail areas, including, the Advantage Card loyalty scheme, and the retail and pharmacy store systems. Prior to that, he worked in a variety of roles at, Europe's largest pure-play digital bank, ranging from mergers and acquisitions to new product development for both Egg and PruDirect.


Martin holds a first degree in manufacturing engineering and operations management from Nottingham University and a Master of Philosophy from Newcastle University by research covering the simulation of commercial systems.

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12 results in Blogs

  • Martin Gill
  • Past 12 months
  • For eBusiness & Channel Strategy Professionals

    Blog:Why you shouldn’t rush out and hire a CDO

    Chief Digital Officer (or CDO) is the latest in a long line of snazzy C-level titles to emerge over the last few years. At Forrester we’ve been watching this trend for a while now and have made...

    • For eBusiness & Channel Strategy Professionals

      Blog:Use Forrester's European Retail Segmentation to Understand Complex Customer Behavior

      Digital disruption is both an opportunity and a threat.   In the age of the customer, firms that assume that what made them successful in the past will continue to drive competitive advantage...

      • For eBusiness & Channel Strategy Professionals

        Blog:What Can Microsoft Teach You About Digital Business?

        It’s only crumbling, archaic companies that have to worry about digital disruption, right? Companies that cling to out-moded ways of operating, where out-of-touch, besuited executives languish...

        • For eBusiness & Channel Strategy Professionals

          Blog:How to be a Digital Commando

          These poor, cold fellows stand few miles from my parent’s house in the Highlands of Scotland. They commemorate the founding of the Royal Marine Commandos in 1942, and these windswept, bronze...

          • For eBusiness & Channel Strategy Professionals

            Blog:Step Up To Digital Leadership

            No industry is immune to digital disruption. Globally, executives acknowledge the disruptive influence that digital technologies have on their businesses. In fact, in a recent Forrester survey...

            • For eBusiness & Channel Strategy Professionals

              Blog:What's your in-store digital strategy?

              At the start of the year, I published a piece of research looking at the major trends we predicted would hit Europe this year. One of the themes I called out was building on Peter Sheldon’s...

              • For eBusiness & Channel Strategy Professionals

                Blog:Bring me my Jetpack!

                The future, if you believe science fiction, will be filled with hover-cars and jetpacks.   Bah humbug. I was never really into sci-fi as a kid. I never got into Doctor Who (still don’t...

                • For eBusiness & Channel Strategy Professionals

                  Blog:Navigating the New Digital Landscape

                  I’m writing this on the train. On my iPad. Connected to the internet (albeit intermittently, thanks to the occasional tunnel) while trundling through the British countryside. I booked my ticket...

                  • For eBusiness & Channel Strategy Professionals

                    Blog:The ROI of Agile Commerce

                    Its been a labor of love, but its finally here. Yes, I’ve actually published The ROI Of Agile Commerce.   One of the most common themes we hear from firms looking to invest in pushing...

                    • For eBusiness & Channel Strategy Professionals

                      Blog:eCommerce. Russian style!

                      Anyone who’s heard me speak at a conference over the last couple of years stands a fair chance of having listened to me talk about the fall of the Berlin Wall. Now, considering I typically talk...

                      • For eBusiness & Channel Strategy Professionals

                        Blog:Introducing the Global Retail Segmentation

                        It's hardly a secret that consumers are rapidly adopting new touchpoints to help them shop. But the killer question that every eBusiness executive must be able to answer is, how quickly are...

                        • For Business Technology Professionals

                          Blog:Are You Ready For Digital Business?

                          When David Cameron and Angela Merkel put their heads together to talk about the “Internet of Things” and decide that Britain should double its research investment into technology...